In the eyes of people who often surf the Internet, among the most popular domestic mobile phone brands in China in later generations, the strongest is of course the glory of Xia Wei; This is followed by companies such as Xiaomi, Lenovo, Coolpad, Meizu and the like.

As for oppo and vivo mobile phones, in the eyes of mobile phone enthusiasts and most senior netizens, they have long been branded as "factory sister selfie machines", and they feel that they have no future.

As everyone knows, it is OPPO and vivo, which are ignored by the "mainstream society", in 2014~2015, they can each have annual shipments of 30 or 40 million units, and even approaching 50 million at the peak. Among the domestic brands, it is second only to Xia Wei and Xiaomi, and Lenovo has wins and losses, hovering in the position of 3~5.

Moreover, if you dig deeper, do not look at sales, and talk about pure profits alone, OPPO and vivo significantly surpass Xiaomi and Lenovo, only ranking behind Xia Wei, occupying 2~3 domestic brands.

Xiaomi desperately relied on the brand of "cost-effective assembly machine", attracting a small number of customers who know how to configure it, and it is against the sky to sell a mobile phone with a hardware cost of 1000 yuan to 1200.

Vivo and other brands rely on fooling the majority of users who do not understand configuration, only look at the appearance of mobile phones, and only look at mobile phone endorsement stars. Easily sell a machine with a hardware cost of 1000 yuan to 2500, and there are people who are willing to be this pick-up man.

The success of OPPO and vivo in history has taught future generations a lesson: making hardware and software will always be separated by a heavy mountain. Experts who are soft to hard, even if they are as strong as Xiaomi, Lei Jun often ignores the power of offline consumption, disdains to go to stores, disdain to physical store marketing, and thinks that Internet online shopping has occupied the world.

As everyone knows, in China, in the vast rural areas and other small towns, there is a market of more than 100 million mobile phones every year, which is sold face-to-face by physical store clerks. It is to make money by dealing with rural customers with asymmetric information in order to sell products at a good price.

OPPO and vivo settled down, and it took five or ten years to insist on doing offline and layout under the big shape of other peers who felt that "offline physical stores are definitely going to be finished", and finally reached the top five sales in China.

(In the second half of 2015, Ahri's Ma Feng began to lay out "rural Taobao", and the turnover of Taobao in "Double Eleven" that year was 91.2 billion, and the offline physical store marketing system of OPPO and vivo was also hit hard.leenu/books/45/45483/

The traitor's loyal dog quest [Rebirth]. It is estimated that in the real world, in the next 2~3 years, the offline physical store market of electronic products in rural China will be the first to be washed away by Taobao. At that time, the damage to the two brands of OPPO and vivo will be the most severe, because the marketing methods they rely on are mainly offline store channel networks that have been laid for more than ten years. It is estimated that after 2018, OPPO will fall out of the top 10 domestic mobile phone brands. ）

All this nonsense is nothing more than to illustrate a truth: even in 2016, 20% of China's mobile phone market is still supported by those who do not shop online, or even do not usually turn on data and do not use the Internet.

Moreover, in 2008, the number of Internet users in China was only 40% of what it was eight years later. There are still 1.1 billion people in the country who do not use the Internet, and 1.3 billion people who do not shop online.

Gu Mojie's "original intention" mobile phone, to get out of the step from soft to hard, how difficult is the marketing layout.

Among them, the bitterness is definitely not comparable to the mutual promotion and bundling of various software in the company's product ecology.

Gu Mojie was reborn in 2012, even if he was not brainwashed, he didn't know what happened in 2016. But he knew this kind of difficult journey, and he was also fully mentally prepared.

The soldiers are coming, and they can climb slowly one step at a time. As for the channels of physical stores, he really doesn't have time to shop, it's a big deal to learn from Apple in later generations, only build a bunch of flagship experience stores, seize the high-end physical market, and give up the low-end market.

……

September 5, 2008, the first weekend after the start of the new school year.

The first batch of 10 stores in Hatsune Intelligence's "100 Experience Stores" program has opened. Of the remaining 90, it is estimated that 30 can be opened before the 11th National Day, and the rest will be before the end of the year.

The plan for the flagship experience store was originally made, and it was not decided after the video conference of Lu Wenjun, Ye Weilun and Gu Mojie that day. After all, it is impossible for a new mobile phone brand to be bought directly without any offline experience, and the reputation is not good.

However, before that video conference, the scale of the experience store plan was uncertain, so more than half of it was added later.

The first 10 experience stores, of course, were opened near Gu Mojie's lair. As the base camp of Hatsune and Ahri Group, Qiantang City is equipped with 2 experience stores. There are also two in Hujiang - one near the 2010 World Bohui Park in Puxi and one near the Zhangjiang Hi-Tech Park in Pudong. The former has been a hot topic in the past two years and represents the international trend. The latter is the base camp of Hujiang's communication industry, with cheap store rent, and easy to contact enthusiasts in the circle, and is bought and evaluated by peers.

The other 6 experience stores are located in the surrounding Jinling, Gusu, Wuxi, Lanling, Mingzhou, and Donou. In these places, the brand penetration effect of the Hatsune Group is relatively good. The second batch of 30 will spread to all coastal provinces in the country, and eventually spread inland.

Especially in Qiantang locally, there are countless teachers and students from colleges and universities, who are the brain-dead fans of the "legendary brother", and it is easy to form "The original mobile phone is out, you didn't buy it?" Are you too embarrassed to chat with people? Are you embarrassed to flirt with your schoolgirl? "Such an atmosphere.

After all, the number of market sales is a little better than Lu Wenjun's pessimistic calculation in the video conference that day. From September 1st to 5th, in just 5 days, Qiantang first broke out of the "tide of former students changing their phones", 30,000 teachers and students of Qianjiang University, except for 20% of them who have just bought other mobile phones for less than half a year, or are relatively poor and cannot afford to change them temporarily, and the remaining 8 percent have changed the products of "Legendary Senior Brother", and a school has shipped 25,000 units.

In this process, Gu Mojie also took out a part of the preferential vouchers, as a gimmick to "give back to his alma mater", each preferential amount is about three or four hundred yuan, and the 25,000 mobile phones actually earn 10 million less for the teachers and students of the school.

In a week, the additional shipments of teachers and students from colleges and universities in Jiangsu, Zhejiang and Shanghai reached more than 300,000 units, not only for freshmen, but also for many seniors. It has added a very good boost to the initial shipment of "Chuxin" mobile phones.

As of September 5th, the "Chuxin" mobile phone has been online for 20 days, and the invoicing shipments of all channels across the country are 870,000 units.leenu/books/45/45482/

Turn a prince upside down. From top to bottom, Hatsune Intelligence has kept this number in mind so that it can be compared in the future: after the flagship experience store is launched, how much of a role can it play in this sales growth curve?

"100 million TV commercials, 200 million online promotion advertisements, 200 million Olympic network sponsors, 100 million ...... 100 flagship experience stores"

Coupled with other marketing and promotion expenses, the total advertising expenses of Hatsune in the next six months reached as much as seven or eight billion, even if three million mobile phones were sold, the advertising expenses on each mobile phone would be 200 yuan.

This kind of intensity, for a nascent brand, can only be said to be broken.

……

Hujiang, Puxi, between the D and E exhibition areas of the future 2010 Hujiang World Expo.

It is surrounded by construction sites that will host China's first-ever World Expo in 20 months. Because it is located in the core urban area of the Shanghai River, the construction site is very quiet, there is no dust, and there is no barbaric construction. The surroundings have absolutely nothing to do with desolation, either green spaces or commercial centers.

This is a real CBD plot, Fudan Fenglin Campus and Jiaotong University, which is only 3~4 kilometers away by car, and the shopping district of Xuhui and the financial district of Lujiazui are also about the same distance.

A split-level mobile phone experience store with a creamy white and bright green hue and a pale chocolate-colored tempered glass façade has just opened here.

Hundreds of delicate and lovely female clerks looked at the citizens who were already crowding up outside. As a window for China's opening up, there has never been a shortage of hipsters who are proud to follow the trend. In particular, the TV advertisements and online media advertisements of the "Chuxin" mobile phones are so high-end and high-grade, and it is easier to stimulate the purchase potential in areas where the heart is strict.

Of course, theoretically, going to the Shenzhen Market to "practice stalls" can also harvest so many potential high-quality customers with open horizons, but after all, the Shenzhen Market is the territory of Ma Huateng and Ren Zhengyi, and going there to set up a field at the beginning is a bit presumptuous for Hatsune after all.

After all, hardware is not like software, there is a place to protect and pay attention to.

At 9 o'clock in the morning, it officially opened, and the three-story jump experience store suddenly poured in more than 2,000 customers, and the female clerks inside almost had to deal with more than 20 by themselves. The number of experience machines fixed on the bar counter is also obviously insufficient, and two or three people need to take turns to try to operate.

On the inside of the glass curtain wall, there is a huge spliced LCD electronic screen (08 years of LED screen is not yet mature), the screen is facing outward, and the dance song "Beginner's Love" (changed from LG's "Chocolate Love") is projected on it. Nine pairs of white flowers' long legs.

Because the debut was advanced, the Black Sea incident was also advanced, and now Girls' Generation is at the peak of popularity out of the anti trough. When Gu Mojie first talked about this endorsement, he only charged a relatively low endorsement fee, which was considered to be earned.

The results on the scene proved that this giant screen was very necessary, because the MV on the screen allowed many customers queuing up outside the venue to be patient.

The girls all looked at the snow-white slender thighs with envious eyes, and they looked very generous; The men pretended to be sanctimonious, but in fact they were all looking around and pretending to be looking for someone, and then by the way, they turned their eyes to the screen.

"Please queue up, in order to have a better user experience, our store has taken measures to limit the flow to ensure that the number of people in the venue does not exceed 5 times the total number of experience machines, I hope you understand."

The security guard held a loudspeaker and repeatedly patrolled the crowd to remind him, and took away a few people who cut in line. The weather at the beginning of September was naturally a little cooler than the summer vacation, but the remnants of the autumn tiger were still there, and only half an hour after the store opened, the people lined up outside began to sweat and drink water and drinks.

Fortunately, after half past nine, the store announced the second measure: because of the large number of people in the store, all people entering the store can only move in one direction, enter the front door and exit the back door, and are not allowed to go back or go back and again, and everyone is only allowed to stay in the store for a maximum of half an hour.

This kind of treatment will only be available when Apple releases new products. (To be continued.) )